The cineplex is developed by Reel Entertainment, a joint venture of Emaar Malls Group and Singapore-based premier entertainment providers Cathay Organisation Holdings.
The highlight of The Dubai Mall cineplex is the introduction of the Hollywood Chic design concept, which assures a modern cinema experience. The seats are ergonomically designed with the widest legroom for utmost comfort, while the overall ambience is reminiscent of old Hollywood glamour intelligently blended into contemporary interiors using modern materials, said a statement.
The sound and projection system are world-class with THX certification, and the digital theatre experience also includes 3D presentation, it said.
Nasser Rafi, chief executive officer, Emaar Malls Group, said: “Entertainment and leisure attractions have become an integral part of mall developments. The extensive leisure portfolio of the mall has become a social magnet for families, and the opening of Reel Cinemas will further add to the overall entertainment offerings.”
He added: “Reel Cinemas is being developed to the highest international standards with expertise from Cathay Organisation Holdings Ltd, Emaar’s joint venture partner. Cathay has an established track-record in developing superior-quality theatres, and movie-goers at Reel Cinemas will be assured of a never-before cinema experience.”
Reel Cinemas is spread over an area of 110,000 sq ft with direct access from the carpark on both levels. The complex will feature four Platinum Movie Suites apart from The Picturehouse, the first dedicated arthouse hall at a cineplex in Dubai. Among the 17 other regular halls is a premiere hall that seats more than 300 people.
In applying the Hollywood Chic cinema concept, Reel Cinemas will feature an extensive use of mirrors and subtle patterns to create shimmering surfaces and reflections. Mood lighting will add a touch of drama to the interiors, and in the lobbies a starry sky effect will add to the ambience, said Rafi.
The lobby floors are clad in a geometric pattern of toned grey stone, and the columns form stars on the floor to sweep up in an interpretation of the theatre drape. The lounge seating areas are upholstered in rich fabrics and leather. The Platinum Movie Suites and The Picturehouse have special lounges furnished with plush leather seating and modern design.
Suresh Bhatia, chief executive officer, Emaar Retail, said: “The big-cinema experience of Reel Cinemas is supported by the latest in digital audio-visual technology. Several service features will be introduced including on-line ticket booking facilities, automated kiosks and box-office counters. Reel Cinemas is billed to become a popular attraction that further adds to the leisure components of the mall including Dubai Aquarium and Underwater Zoo, Dubai Ice Rink, The Waterfall, and soon-to-open KidZania and SEGA Republic.”
The Dubai Mall has a wide spectrum of retail and leisure choices for visitors. Of the 1,200 retail outlets in the mall, more than 900 have opened. There are 160 F&B outlets offering an array of options for visitors and 14,000 parking spaces.
published in Trade Arabia
